奥美利用调查寻找消费者洞察057

Ogilvy&Mather*Ref:TN/BRIEF/INSIGHT/rcUSINGRESEARCHTOFINDCONSUMERINSIGHTS利用调查寻找消费者洞察O&MChinaPlanningWorkshopBeijing北京2nd-4thMay2002Ogilvy&Mather*Ref:TN/BRIEF/INSIGHT/rcBrilliantadvertisingmustbedevelopedaroundaconsumerinsight.杰出的广告必定因应著一个清楚的消费者洞察而生Why?为什麽?Ogilvy&Mather*Ref:TN/BRIEF/INSIGHT/rcAdsthatleverageconsumerinsights:运用消费者洞察而产出的广告ˉrelate(与你相关)ˉconnect(与你连心)ˉinvolve(让你投入)ˉmotivate(给你动机)INSIGHTSDRIVERELEVANCEOFADS洞察力能驱动广告的相关性Ogilvy&Mather*Ref:TN/BRIEF/INSIGHT/rcWhatisaconsumerinsight?什麽是消费者洞察ACONSUMERHABITORATTITUDETOTHEPRODUCT,THEBRAND,ORTHECATEGORYTHATISMOTIVATINGANDLEVERAGABLEINCOPY消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心ˉProductattributesoftennolongersufficienttodifferentiateormotivatechoiceˉ在今日，只运用产品特性通常无法形成差异，激发消费者的选择。Ogilvy&Mather*Ref:TN/BRIEF/INSIGHT/rcAninsightis...消费者洞察是.....asuddenawareness一种突然的觉醒amomen